The series kicked off with this video from Fabio and response from Old Spice guy:
The Fabio challenge video, which has over 3 million views, was the most-watched of the series and was one of the week's most-viewed.
Over the course of the story, Old Spice posted over 100 videos from the two combatants channels: OldSpice and newoldspiceguyfabio. These videos, many of which were responses to tweets and other posts, were seen a total of roughly 22 million times.
At its peak, the Old Spice battle drew 5 million views combined on Wednesday, as evidenced in this chart:
(May take a moment to load in full.)
Last July, when the original "Questions" campaign ran, Old Spice drew around 82 million views.